Empowering Egyptian Women: Economic Sustainability through social media: A Comparative Content Analysis of Bank Facebook Campaigns

Authors

Dr. Noura Eissa, Future University in EgyptFollow

Abstract

This comparative analytical study examines how Egyptian banks use Facebook to promote women’s economic empowerment by bridging between the disciples of economics, social media marketing, and gender studies. Media messages can substantially influence societal norms and perceptions of women's economic empowerment, leading them to open bank accounts and access services such as loans, credit cards, and online banking. The two banks under study are Banque Misr, a leading state-owned bank, and Commercial International Bank, which has international affiliations. The study employs a content analysis to evaluate Facebook messages published by these banks targeting women by exploring the appeals used, the various demographic representations of women, and the types of financial products and services being marketed. The study compares the strategies used by Banque Misr and the Commercial International Bank's female-related posts on Facebook and their reflection of women's economic empowerment. Statistical analyses show significant differences in the approaches employed, with Banque Misr portraying higher rates of diversity and a focus on empowerment, while the Commercial International Bank emphasizes traditional gender roles. This study provides insights for policymakers, financial institutions, and digital marketing strategists highlighting how the banking sector can leverage social media to contribute to women's economic empowerment, a step towards a sustainable economy.

Recommended Citation

Eissa, Dr. Noura (2024) "Empowering Egyptian Women: Economic Sustainability through social media: A Comparative Content Analysis of Bank Facebook Campaigns," Future Journal of Social Science: Vol. 3: Iss. 2, Article 6.
Available at: https://digitalcommons.aaru.edu.jo/fjss/vol3/iss2/6